Welcome to the Branding Series! Where we discuss key strategies to make your line stand out. This week, in my blog, I will go over the Key Elements of Developing a Fashion Brand.

When you first think of branding you might initially think about logos, colors, typography, shapes, tone, and imagery. But before you get into those details it is important to understand the identity of your brand as a whole. 

Remember my blog post about MoodBoards in the Steps to Production Series? HERE. Well, we are going to take that inspiration and expand on it, by taking what is described in photos and describing the brand values and characteristics into words and then into actions. 

Brand Message and Culture

Consistency is key here, as having a consistent brand message will create a sense of trust with your customer. Having a consistent message means having the  brand values and characteristics seen throughout the brand. This includes: your designs, packaging, social media, and marketing copy and even how you answer the phones. When you build a consistent brand message you will build rapport and a good brand reputation. 

A brand’s culture is set by the brand message and values. And embraced and acted on by the people who support the brand. An example would be, if your line is a sustainable fashion brand that developed fashion with artisans. The culture would promote sustainable fashion, and likely a more sustainable way of living. As well as an appreciation for artisans who make the clothes they buy. You can embrace the culture by offering things outside of items to purchase that the like minded customers can enjoy. For example a curated spotify playlist that matches the tone of your store or have a coffee shop with the same feel of your brand in your brick and mortar store. Ralph Lauren does this with Ralph's coffee. LeCapsole, takes their brand further by asking their customers their favorite books and sharing them on social media. 

Customer Service

You may ask how can I make my customer service match my brand? Well first and foremost, kindness and professionalism is always important. But customer service stretches further than just the classic customer service calls. It can be wise to develop a set of standard words and messages that match the brand’s tone of voice so that social media, email, chatlines, etc for your brand is consistent. 

Part of customer service is to address any questions before they are asked. Try to address them through your website or at your brick and mortar store. Privacy Policies and Return Policies are standard, but addressing things like  size charts or even how to style an outfit  with styling suggestions can be integrated into your brand’s customer service.  You can take your brand’s customer service even further by offering personalized notes on someone's birthday to their email.

No matter what, always be respectful, even with the most irrational customers. The internet has made it accessible for everyone to voice their own opinions and experiences. Bad press can come about and be devastating to a brand. 

Developing your Niche

It may be tempting to make your brand appeal to everyone. But selling to everyone may mean selling to no one. Having unique elements that appeal to some people but not others, is what you will make those who like your brand…LOVE your brand. Parents and teenagers often do not shop at the same stores for this exact reason. 

Making continuous choices about values, designs, and tone of your brand will help to create your brand niche. Gucci believes in excess, abundance, and mythical creatures. The Row stands for elevated simplicity. Chanel for timeless elegance, and high society. By making choices you are niching down  your brand. You are also creating a story for a customer to relate to or indulge in a fantasy. People aren’t just buying a product. They are buying into a world that understands them or who they want to be. They become invested in your “why” and share it with the world. Defining the brand’s message, culture, tone and tribe will ultimately lead you to success in developing a brand that speaks to you and many other people. 

Your Brand Story

When it comes to building a brand, it all starts with a story. YOUR story. And we want to help make that story known to the world. V.Mora has helped strategize and shape many brands not only with design but with marketing. For branding inquiries please contact: vmorainquiry@vmora.com

But…maybe you’ve developed your brand and message but producing final products for your line has been difficult. V.Mora has aided in all of the following Development and Production steps for fashion lines around the world:

• Sourcing 

• Technical sketches 

• Pattern Making

• Prototype making 

• Sample Making

• Fittings 

• Digitizing and Grading

• Marker Making

• Manufacturing

For Development and Production Inquiries please contact us at: vmorainquiry@vmora.com